KnE Social Sciences

ISSN: 2518-668X

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Social Media and Radio Broadcasting Integration to Expand the Market of I-Radio Jakarta

Published date: Oct 17 2019

Journal Title: KnE Social Sciences

Issue title: International Conference on Economics, Management, and Accounting (ICEMA)

Pages: 700–710

DOI: 10.18502/kss.v3i26.5409

Authors:

Nur Asni GaniLecturer in Economics and Business at the University of Muhammadiyah Jakarta

Medo MaulianzaLecturer of Communication Studies at the Bina Nusantara University Jakarta

Mohamad Rifat Adi MulyaStudent at the Faculty of Communication Studies of the Bina Nusantara University Jakarta

Abstract:

ThisResearchObjectiveistofindouttheuseofsocialmediainbroadcastingprograms on I-Radio Jakarta to expand the market or audience reach. RESEARCH METHODS by using qualitative approaches and conducting observations and looking for internal data and conducting interviews with relevant speakers. This study uses Philip Kotler’s marketing concept approach (segmenting, targeting and positioning) to explain the use of social media platforms, enable to broaden the reach of listeners, and reinforce the position of I-Radio as a radio that only plays Indonesian songs.

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